One of my clients, Dr. Tim Zelko, was once an OB-Gyn and is now a cosmetic surgeon. He’s on a mission to help his clients in a completely different way than he once did. Now, while we’ve been working together, we noticed a trend with his conversion rates after the initial consultation.

What was that trend? If he was the one having the conversation with the patient, then he could convert from a botox client to something more. If one of his staff had the conversation, conversions dropped. 

The issue was that there was no determinant client avatar. His staff had no idea “who” they were speaking to and how to break through the roadblocks to a sale. I sat down with his office manager and we came together to develop a client avatar using the six key elements of avatar creation, and guess what, their sales have gone up significantly.

Many people fail to create client avatars out of the fear of limiting their audience. Instead, think of creating your client avatar as an exercise in targeted marketing. If you market to everyone, you market to no one. Listen in as I share:

  • What an avatar persona is and why marketers fear creating one.
  • How to create your company’s avatar persona with the six key elements.
  • What is an avatar narrative” and how can it generate more referrals?

So take a moment and think about your client avatar. Have you told their story yet? If not, it’s time to get to work.

In This Episode: 
[01:45] – Welcome back to All Selling Aside.
[04:42] – Learn the three key insights for this episode.
[06:38] – Hear Dr. Tim Zelko’s story of transforming from an OB-Gyn to a cosmetic surgeon.
[08:35] – Despite studying the greats, Dr. Z failed to create his company’s avatar persona. 
[09:52] – Why do marketers fear creating an avatar persona? 
[11:38] – Learn how Alex trained Dr. Z’s staff to increase the office conversion rate. 
[12:29] – What are the three elements of moving toward pleasure: 

  • Aspirations – who do they want to become?
  • Attributes – who are they today?
  • Affiliations – who do they routinely congregate with? 

[14:50] – What are the three moving away from elements? 

  • Frustrations – what daily irritations do they face? 
  • Fears – what actions scare them? 
  • Foibles – what behavioral quirks do they publicly display? 

[17:50] – Learn what an avatar narrative is and how to write one.
[20:52] – Once you’ve clarified your avatar, your referrals will start to flow in. 
[21:33] – The Alexism is, “Beware of quitting too soon when identifying your avatar. Dr. Seuss was rejected by his first 23 publishers, but his 24th sold 6M books.”
[22:35] – Hear a quick review of the key insights in this episode: 

  • What an avatar persona is and why marketers fear creating one.
  • How to create your company’s avatar persona with the six key elements.
  • What is an avatar narrative” and how can it generate more referrals?

[23:57] – If you’ve already given Alex a review, write down your biggest takeaway from this episode on an index card. If you haven’t, though, please use that Aha! moment as your review for the show at this link!
[26:00] – In honor of this episode, Alex gives listeners a final gift. You can get a 30-day free test drive of Kartra. 

Links and Resources: 
Alex Mandossian
Alex Mandossian Fan on Facebook
Alex’s Friday Live events
MarketingOnline.com
Marketing Online 4-Part Video Training Series
Alex Mandossian on YouTube
Alexisms by Alex Mandossian
All Selling Aside on iTunes
Alex Mandossian’s free live Friday show
Kartra Test Drive